31 Mar Spring Break Responsibly
by Katie King |Katie@ewbullock.com
Spring Break Responsibly
Our latest project for the Santa Rosa Island Authority is a Spring Break Safety campaign aimed at welcoming Spring Break visitors to Pensacola Beach and informing them of the rules and laws needing to be observed in order to keep the beach safe and family-friendly. To help reduce incidents of underage drinking, public intoxication, blocked roadways and other issues associated with spring break crowds, EW Bullock combined several marketing and public relations tactics to get the safety message out:
- Promoting a 30-second PSA video produced by the Escambia County Sheriff’s Office targeting college students.
- Creating and promoting Tik Tok videos targeting a college-aged audience.
- Creating a PSA recording to be played on local radio stations throughout the holiday.
- Creating radio ads to run on Spotify
- Designing and creating social media advertising to run on Facebook and Instagram
- Writing and implementing a public relations campaign that included distributing press releases to news media locally and throughout the Southeast, submitting an editorial viewpoint, and publishing a blog on VisitPensacolaBeach.com.
Utilizing a mix of public relations, printed materials, digital advertising, and paid and organic social media messaging — EW Bullock created a marketing and PR campaign focused on spring break safety. To reach the college-aged target audience, we focused on steaming audio as well as social media tactics, including Tik Tok, which skews to younger users. We created a quick, funny and easy-to-watch video loop highlighting the do’s and don’ts of Pensacola Beach etiquette. The overall message: Spring Break Responsibly.
The campaign was a success. Spring Break on Pensacola Beach saw robust visitation and there were no significant incidents of rowdy Spring Break activity reported.
The campaign delivered the following results.
– Spotify – 147,432 impressions with a .31% click-thru rate
– TikTok – 628,121 impressions with a 1.04% click-thru rate
– Facebook/Instagram – 389,544 impressions with a.34 click-thru rate
– Public Service Announcements – aired on more than eight radio stations
– Public Relations Efforts – garnered more than 60 stories with a media value of more than $10,000.
Here are links to a couple of stories:
– Pensacola Beach Sees ‘Monster’ Spring Break Season. What’s driving the bigger crowd – Pensacola News Journal
– Safety Comes First On Pensacola Beach – PR Newswire